How Moneybox defined a new brand promise

Challenge

Savings and investment app Moneybox has come a long way since launching in 2016. Starting out by offering customers a simple way to save spare change by rounding up purchases to the nearest pound, Moneybox’s services quickly expanded to saving, investing, home-buying, and retirement planning. However, their brand messaging hadn’t been updated to reflect this.

We were outgrowing our existing brand. Our messaging no longer captured the breadth of our offering or all of the ways we were helping our customers. We set out to answer: what is the big idea behind Moneybox? What’s the really big promise we want to make to our customers?

Hannah Allen, Brand and Creative Lead, Moneybox

Solution

Moneybox knew that the answers lay in consumer insights. They used Attest to ask specific questions about saving and investing to both existing customers and their wider target audience in order to uncover the big drivers and inhibitors that factored into their decision making.  

What was really incredible was being able to hear about our customers’ experiences in their own words and how we had helped them. What was even more powerful was being able to gather so many responses and quickly uncover the recurring themes and trends across them.

To complete the project, Moneybox tested the message with their customers and target audience. Feedback was very positive, with 84% of respondents stating they either liked or loved the brand promise. Moneybox also measured a 30% increase in being perceived as a brand that ‘helps me to achieve my goals.’